Household & Domestic

Marketing in the household sector

Articles and cases by category:
Cleaners, detergents

European Association of Communications Agencies, Bronze, Euro Effies, 2014

The case study describes how Febreze improved market share, in a stagnant market, for its car air freshener brand in France and Germany.

European Association of Communications Agencies, Gold, Euro Effies, 2014

This case study describes how Hornbach Baumarkt, the German Hammer manufacturer, launched a limited addition 'must have' product that created such high demand that all the hammers sold out in three days in Germany and Austria.

European Association of Communications Agencies, Silver, Euro Effies, 2014

This case study describes how Unilever promoted its Persil (UK) and Skip (France) laundry detergent brands through a successful TV campaign, increasing sales of both.

European Association of Communications Agencies, Silver, Euro Effies, 2014

describes how Fairy, a washing up liquid brand, increased value, price premium and sales in Spain and the UK.

Pieter-Paul von Weiler, Brigitte Bayard and James Sheard, The Communications Council, Silver, Australian Effie Awards, 2014

This case study describes a campaign by Officeworks, the large Australian retailer, to reposition its brand from functional benefits to caring about people's ideas and helping them achieve.

Case Studies on Warc, Warc 100, 2014

With this campaign, Mayflower broke with convention and got attention via a live event that demonstrated the toilet paper brand in an imaginative way.

Stephen Whiteside, Event Reports, Omni-Channel Activation, June 2014

This event report explains how Clorox, the cleaning products company, is targeting Hispanic consumers in the US including new product development and digital marketing.

Stephen Whiteside, Event Reports, Internet Retailer and Conference Exhibition, June 2014

This event report discusses how Stanley Black & Decker, the household and industrial tools group, is putting content at the heart of its marketing strategy.

Euromonitor Profiles, June 2014
This Company Profile from Euromonitor provides key details and analysis of Lion Corp, the owner of brands such as Top, Look, Softlan and Charmy. Included is a strategic evaluation with key facts about the Japanese company, competitive positioning against comparative brands, and assessment of its position in the household goods market.



Household & Domestic

Warc's pick of the most effective household case studies


Tontine: The first pillow with a 'best-before-date'

Using a simple product innovation to generate sales


Household & Domestic

Data and analysis on the sector's major companies


Household Appliances

Gale's global overview of the household industry


Febreze: Breathe Happy

How Febreze carved out a distinct position for its products